Homewares in France

PROSPECTS

Use of loyalty-based marketing and environmental campaigns

Homewares saw a much better performance in 2019, with the strongest current value growth seen for many years. A wider range of loyalty-based marketing campaigns was seen in homewares in 2019, which boosted sales at the low-end of the market.

Food storage attracts attention due to shift towards home-made food

Food storage saw dynamic current value growth in 2019, despite numerous price promotions undertaken in an effort to further boost sales. After the economic crisis, many French consumers started to prepare their own meals at home and take leftovers with them to work the following day for lunch.

Dining expected to see the best performance in the forecast period

Although kitchen saw higher growth in 2019, dining is expected to register slightly higher current value growth in the forecast period. This is primarily linked to the home entertaining trend, which is increasing in France after it took hold during the economic crisis.

COMPETITIVE LANDSCAPE

Groupe SEB maintains its lead

Groupe SEB remained the leading player in homewares in value terms in 2019. This is largely due to its increasing focus on the “Made in France” aspect of its products, as well as the enduring reputation that it has for high quality, durability and design.

Further declines expected for Tupperware

Homewares brand Tupperware continued to struggle in 2019, losing share to all of its major rivals in 2019 as its value sales continued to see a double-digit decline. Tupperware continues to face high levels of competition, with IKEA in particular gaining momentum.

Low unit prices on the one hand, high quality and design on the other

Similar to home furnishings, there is a clear split between two different types of strategies in homewares in France. On the one hand, many companies seek to cater to the needs of consumers who are interested primarily in low prices and have little regard for quality, durability or even design features.

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